According to the China News Agency on October 28, the information and communication administration of the Ministry of industry and information technology recently held an administrative guidance meeting, requiring e-commerce platforms to immediately and comprehensively check and correct the SMS marketing behavior of retail, finance and other related products, and shall not send marketing SMS without consumers' consent or request. Recently, the China Consumer Association also issued a document urging operators to implement the relevant provisions of the personal information protection law, improve personal information processing rules according to law, fulfill the obligation of publicity and notification, standardize personal information processing procedures, and take necessary measures to ensure the safety of consumers' personal information. There are profound implications behind this "consensus". First, on November 1, 2021, the personal information protection law has been officially implemented; Second, this year's "double 11" has been warmed up and turned on, and the problem of spam messages may be particularly serious during this period. Although relevant parties and relevant laws and regulations have regulated spam messages, the effect is not satisfactory. For example, the Civil Code stipulates that "unless otherwise stipulated by law or expressly agreed by the obligee, no organization or individual shall invade the private life of others by means of telephone, SMS, instant messaging tools, e-mail, leaflets, etc.); The regulations on the administration of communication short message service points out that "short message service providers and short message content providers shall not send commercial short messages to users without their consent or request". But in reality, as pointed out by the information and communication administration of the Ministry of industry and information technology, in recent years, the proportion of marketing spam SMS complaints during the "double 11" promotion period is as high as 90%. "Do not send marketing messages without authorization" has been emphasized again and again, but many people will still be bombed by spam messages, which has a lot to do with the low illegal cost of relevant acts. According to the provisions of relevant laws and regulations, similar acts can be warned or fined, but few businesses are really punished. In recent years, relevant departments have organized and carried out special actions to control spam messages for many times. As of the first quarter of this year, the number of complaints from spam short message users in China had dropped to the lowest level in recent three years. However, while seeing the achievements and effects, we must also face up to the fact that the absolute amount of spam messages is still amazing. This affects not only consumers' sense of experience, but also the credibility of relevant departments. To curb spam messages, we must adhere to the whole chain thinking, take responsibility from the source to the end, and especially emphasize the responsibility of the platform. At present, some platforms default registered users to "agree" to directly send promotion information, and businesses use loopholes in platform rules to send marketing messages. The "rule loophole" here is worth pondering. Its existence may be "inadvertently inserting willows" or "deliberately planting flowers", because while businesses convert advertising effects into brand benefits and economic benefits, the platform can also harvest activity and related benefits. At present, platforms and businesses must face a problem: how to understand business ethics and how to promote themselves to move forward more healthily and orderly. When a new model first appeared, there was often a phenomenon of savage growth, but this was not taken for granted. Relevant parties could not take advantage of social tolerance and regard the market as an unrestricted and wanton prairie. Today, the platform economy has already passed the stage of ignorance. If you still intentionally or unintentionally create, leave and make use of some rule loopholes and make "small calculations", you are likely to "lift a stone and hit yourself in the foot". Will the situation that people are bombed by various businesses' text messages change in this "double 11"? Mobile phones are there and regulations are there. The personal information protection law has been implemented. People expect that platforms and businesses can size up the situation, follow good advice, respect consumers' right to peace, change their marketing methods, win public praise with genuine services and commodities, accumulate popularity, and make the "double 11" more clean and beautiful. (Xinhua News Agency)